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How Mobile is Changing Shopper Behaviors

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Our talk at the Stores Specialists Inc. 1st Internal Digital Conference. SSI is the exclusive distributor of top high-end / luxury brands in the Philippines.

Our talk at the Stores Specialists Inc. 1st Internal Digital Conference. SSI is the exclusive distributor of top high-end / luxury brands in the Philippines.

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  • 1. Phuc.Truong@mobext.com How mobile is changing shopping behavior: Retailer Strategies in a Mobile World by Arthur Policarpio Head of Mobext Asia-Pacific
  • 2. The world’s largest mobile marketing agency network 23 offices worldwide and growing
  • 3. Full-Service Mobile Marketing Agency
  • 4. Welcome to the Smartphone Age 4
  • 5. 5 Can you guess who this man is?
  • 6. CLUE #1 He’s richer than..
  • 7. 7
  • 8. CLUE #2 The company he built in 2009 is worth more than..
  • 9. 6 The top corporations in the Philippines
  • 10. 6
  • 11. 5
  • 12. 6 The world’s future billionaires will be in mobile
  • 13. This is the world we live in now...
  • 14. © Mobext 2012 mobext.com© Mobext 2012 mobext.com 5 Key Strategies 1.Multi-Channel Shopping 2.Dominate Search 3.Invest in Mobile Social 4.Enhance the In-Store Experience with Mobile 5.Mobilize Your Loyalty Programs 16
  • 15. # 1 The Multi-Channel Shopping
  • 16. What is a store?
  • 17. The store is now a multi-channel experience
  • 18. • Make 4 more trips each month than non-mobile user • Spend 40% more than the average shopper Walmart’s mobile app users...
  • 19. In-store mode • See what’s new & on sale • Create shopping lists • Scan and Go
  • 20. Out-of-Store mode Check items in-store Check inventory + delivery
  • 21. 12% of app-aided sales happen during the app’s in-store mode
  • 22. Kate Spade Saturday: Reinventing “Window Shopping”
  • 23. Shoppable catalogues with mobile
  • 24. © Mobext 2012 mobext.com© Mobext 2012 mobext.com Domino’s Pizza UK App = Store in Your Pocket 27
  • 25. © Mobext 2012 mobext.com© Mobext 2012 mobext.com Results 28 500,000 downloads in 6 months £3.4 million incremental revenue Target: 50,000 Target: £100,000
  • 26. Best mCommerce Campaign • GOLD, Campaigns Effectivity •SILVER, Industry Awards •SMART Special Award McDonald’s Ang Pao Coupons
  • 27. Reinventing Couponing
  • 28. THE CHALLENGE: •They are lost, torn, and left lying around • Limited reach Coupon Clutter
  • 29. SOLUTION ANG PAO MOBILE COUPONS • On-demand coupons • Available anytime, anywhere
  • 30. Register Choose Redeem
  • 31. Social Amplification
  • 32. McDelivery Mobile Site = annual sales of an above average McDonald’s Store
  • 33. “Our mobile efforts are making a direct impact on our business.” Margot Torres, Senior Vice President for Marketing, McDonald’s Philippines
  • 34. #2 Dominate Search
  • 35. Mobile search will surpass desktop
  • 36. Searches done on mobile lead to immediate conversion Source: Google & Nielsen
  • 37. A Snippet of Keywords 76,500 monthly searches for keywords associated with supermarkets and items they carry. 25% of the searches come from mobile
  • 38. No One Has A Significant Share of Voice No one has significant share of voice
  • 39. Sample Search Results for Appropriate Queries Missed opportunity
  • 40. Create smarter search ads Google’s Enhanced Campaigns
  • 41. Enhance the search experience Click-to-call Location extension Deep linking
  • 42. # 3 Social = Mobile
  • 43. 84 68 62 61 Word of Mouth Websites TV ads Print ads What do you trust? Nielsen “Global Survey of Trust in Advertising, 2013
  • 44. 32 SOCIAL = MOBILE
  • 45. Kellogg’s Instashop 53
  • 46. Allium Restaurant : Pay with a Post 54
  • 47. COMODO: The Instagram Menu
  • 48. Nordstrom on Pinterest Most followed brand, with 4.4 million followers
  • 49. in-store integration of social “voting”
  • 50. #SaksIn6 : Recreating in- store tutorials in 6 seconds Saks Fifth Avenue on Vine
  • 51. The Home Depot on Vine
  • 52. 9 The new frontier in social: Mobile messaging
  • 53. 15 South China Airlines Online Booking Uniqlo catalog Your New Online Storefront
  • 54. 42 Fruits
  • 55. 43 Health Insurance
  • 56. 44 WeChat Vending Machines
  • 57. 16 New York Apartment - $13M
  • 58. 10 Stickers 1 billion stickers/day $66M revenue
  • 59. 11 Mobile Coupons
  • 60. 13 Flash Sales
  • 61. “Social Commerce” via Facebook
  • 62. Buy a Product by Commenting “Sold”
  • 63. Crowdsourcing product search: “The Hunt” 500,000++ monthly visits
  • 64. # 4 Enhance the In-Store Experience with Mobile
  • 65. Source: Cisco, 2013 84% of smartphone users use their mobiles while in-store Source: Google Shopper Marketing Council 2013
  • 66. 37 © Mobext 2012 mobext.com From “push girls” to consultative sales assistants
  • 67. 37 © Mobext 2012 mobext.com
  • 68. 38 © Mobext 2012 mobext.com
  • 69. 39 © Mobext 2012 mobext.com
  • 70. Kate Spade iPads in Store
  • 71. SHOPKICK: Earn points just by walking in-store
  • 72. #1 Shopping app $800 M Sales delivered to partners 70 million Product scans 7 million gift cards redeemed *More frequent and prolonged usage than physical retailers’ own apps, including Starbucks, Walmart, Walgreens, and Safeway How big is Shopkick?
  • 73. Neiman Marcus: Personal Mobile Concierge
  • 74. 24 This tiny device can disrupt your industry
  • 75. # 5 Mobilizing Loyalty
  • 76. “The ultimate in marketing is marketing to the individual and customizing products to the individual.” 34
  • 77. Source: Cisco, 2013
  • 78. 36 Consumer Database System STEP 1: Build Database
  • 79. 70 Opt-In Call-to-Action in All Media
  • 80. 37 Time Spent Geography Purchase History Social Sharing STEP 2: Segment Customers
  • 81. 38 STEP 3: One-to-One Communications
  • 82. 39
  • 83. 40
  • 84. Demographics Purchase History Social Media Browsing History Customer Loyalty Data
  • 85. Co-creating products
  • 86. Choose design Customize Buy Personalize your Uniqlo
  • 87. Will mobile eventually obsolete traditional loyalty cards?
  • 88. Deals Rewards Freebies
  • 89. Are you ready for the future of retail?
  • 90. © Mobext 2012 mobext.com© Mobext 2012 mobext.com Summary 1.Multi-Channel Shopping 2.Dominate Search 3.Invest in Mobile Social 4.Enhance the In-Store Experience with Mobile 5.Mobilize Your Loyalty Programs 94
  • 91. 94 Managing Director Mobext Asia-Pacific arthur.policarpio@mobext.com +639175694375 @art_policarpio (Twitter)